Social Media Strategy, HSM ExpoManagement Espana
 

Social Media Strategy, HSM ExpoManagement Espana

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Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

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  • http://surprise.klm.com/
  • http://www.facebook.com/interrailnet?sk=wall&filter=2
  • http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  • Define how open well.

Social Media Strategy, HSM ExpoManagement Espana Social Media Strategy, HSM ExpoManagement Espana Presentation Transcript

  • Open Leadership: How Social Technology Can Transform How You Lead
    Charlene Li
    Altimeter Group
    1 June 2011
    Twitter: @charleneli
    Email: charlene@altimetergroup.com
    1
  • 2
  • OUT ofCONTROL?
    © 2011 Altimeter Group
  • 4
    © 2011 Altimeter Group
  • 5
    © 2011 Altimeter Group
  • It’s about RELATIONSHIPS
    © 2011 Altimeter Group
  • 7
    How to give up control
    but still be in command
    © 2011 Altimeter Group
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • 10
    Four goals define your Open Strategy
  • Learn with basic tools
    11
    What would happen if every employee could learn from customers?
  • Integrate monitoring with workflow
    12
    Other providers
    Alterian
    BrandsEye
    Buzzmetrics Cymfony
    Sysmos
    Visible Tech.
    From Radian 6, to be acquired by Salesforce.com
  • How KLM listened and surprised flyers
    13
  • Engagement Pyramid
    14
  • Engagement Pyramid - Watching
    15
    Watch videos
    Read blog posts
    Listen to podcasts
    Read tweets
    Read discussion forum posts
  • Engagement Pyramid - Sharing
    16
    Share a link
    Share photos
    Share videos
    Write a status update
    Retweet
  • Engagement Pyramid - Commenting
    17
    Comment on a blog
    Write a review
    Rate a product
    Participate in a discussion forum
    @Reply on Twitter
  • Engagement Pyramid - Producing
    18
    Write a blog
    Create videos or podcasts
    Tweet for an audience
  • Engagement Pyramid - Curating
    19
    Moderate a wiki or discussion forum
    Curate a Facebook fan page
  • Engagement Pyramid Data
    20
    Source: Global Wave Index Wave 2, Trendstream.net, January 2010
  • Encourage commenting to get into the Facebook news feed
    21
  • How DellOutlet drives sales with Dialog
    22
  • Support can be strategic
    23
  • TurboTax engineered Support
    24
    Ensures 85% employee participation in community forums
  • Fiat invites ideas for a new car
    25
  • Premier Farnell supports engineers with community, and employees with “OurTube”
    26
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • Open Leadership
    29
    Having the confidence and humility to give up the need to be in control,
    while inspiring commitment from people to accomplish goals
    © 2011 Altimeter Group
  • Traits of Open Leaders
    30
    Authenticity
    Transparency
  • Transparency as an imperative
    31
  • How Best Buy created Open Leaders
    32
    © 2011 Altimeter Group
  • 33
    © 2011 Altimeter Group
  • 34
    © 2011 Altimeter Group
  • Developing Open Leaders
    © 2010 Altimeter Group
  • “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”
    - Marc Benioff, CEO of Salesforce.com
    © 2010 Altimeter Group
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • STRATEGY
    LEADERSHIP
    PREPAREDNESS
    © 2011 Altimeter Group
  • #1 Create a Culture of Sharing
    39
  • Open leaders make Sharing a Habit
    40
  • #2 Discipline is Needed to Succeed
    41
    Take reasonable action to fix issue and let customer know action taken
    Negative
    Positive
    Yes
    Yes
    No
    Assess the message
    Evaluate the purpose
    Do you want to respond?
    Does customer need/deserve more info?
    Unhappy Customer?
    No Response
    Yes
    Are the facts correct?
    Gently correct the facts
    Yes
    No
    No
    No
    Can you add value?
    DedicatedComplainer?
    Are the facts correct?
    Yes
    Yes
    No
    No
    Yes
    Respond in kind & share
    Thank the person
    Comedian Want-to-Be?
    Explain what is being done to correct the issue.
    Is the problem being fixed?
    Yes
    No
    Yes
    Adapted from US Air Force Comment Policy
    Let post stand and monitor.
    © 2011 Altimeter Group
  • Center of Excellence
    Business Units
    Executives
    Employees
    3
    Use training to create knowledge and practice
    © 2011 Altimeter Group
  • #3 Ask the Right Questions about Value
    43
    “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
    - John Hayes, CMO of American Express
    © 2011 Altimeter Group
  • No relationships are perfect
    Google’s mantra:“Fail fast, fail smart”
    #4 Prepare for Failure
    44
    © 2011 Altimeter Group
  • 45
    Create
    Sandbox
    Covenants
    © 2011 Altimeter Group
  • It’s about RELATIONSHIPS
    © 2011 Altimeter Group
  • 47
    Give Up Control
    AND STILL BE IN COMMAND
    © 2011 Altimeter Group
  • Charlene Li
    charlene@altimetergroup.com
    charleneli.com/blog
    Twitter: charleneli
    For slides, send an email to slides@altimetergroup.com
    For more information & to buy the book
    visit open-leadership.com
    © 2011 Altimeter Group